The Art of Wordsmithing — How to Identify Really Great Copy

Truly great copywriters are true “wordsmiths” — they agonize over the choice of each and every word, because they know that each word can have a significant effect on response. Here are just a few of our favorite “wordsmithing” tips:

1. The Art of Assumption

“When you have this tool at your fingertips . . .”

The assumptions you make within your copy can help move the reader towards responding. The idea is you ASSUME the reader is going to take advantage of your offer, and your copy helps to visualize the benefits they’ll enjoy as a result.

So banish statements like “IF you buy now . . .”.

Change them to “WHEN you order . . .”

You want to move the reader past the decision to respond, and focus on the RESULTS of responding. ASSUME they’re going to respond, and write your copy with this “assumptive” tone.